Ethnic Hospitality Marketing
Authenticity and Quality Constructions in the Greek Food Industry
- Available for pre-order on February 24, 2023. Item will ship after March 17, 2023
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Ethnic-themed restaurants are informal but powerful ambassadors for a country’s culture and contributors to local and national economies. Communicating authenticity and quality are essential characteristics in the development of a competitive and effective marketing strategy for restaurants. This book analyses how authenticity and quality perceptions are both constructed and communicated within the ethnic dining sector.
Drawing on qualitative research methods, the book explores examples from the Greek food industry to analyse restaurateurs’ and consumer constructed meanings of authenticity, how it is transmitted and received. It follows by exploring the marketing implications of consumer constructs and effective promotional methods to aid restaurateurs to better engage with customers whilst also respecting their culinary culture. It also guides the reader through the use of NVivo for research purposes, and its utilisations to facilitate the inductive and interpretive analysis.
This book offers a valuable resource for researchers across marketing, including consumer behaviour, food marketing, marketing research and communications. The data analysis tools explored are also transferable to a wide range of sectors outside of food and dining.
Table of Contents
Chapter 1: Introduction
1.2 Authenticity and quality meanings
1.3 The aim: setting food in the centre of our exploration
1.4 Food as a Theoretical Perspective
1.5 How can Marketing influence the food choices?
1.5.1 Marketing and consumer values
1.5.2 Marketing Communications
1.6 What’s the theoretical story (food glory)?
Chapter 2: Literature review
2.2 Perspectives of Authenticity
2.3 Food meanings and Authenticity perceptions
2.4 Quality Conventions and some theory behind
2.5 Self-Identity and Social Identity: can they influence food choices?
2.6 Ethnic identity and its influence upon food choices
2.7 Consumer culture and some theory behind
2.8 The influence of word of mouth (WOM) and e-word of mouth (eWOM) upon consumers
2.9 The network building among food providers and consumers
2.10 What makes a successful restaurant?
Chapter 3: The Greek culinary culture and its health benefits
3.2 The Greek culinary culture
3.3 The economic context: the restaurant sector in Greece over the last years
3.4 Health benefits of the traditional Mediterranean diet
Chapter 4: Methodology
4.2 Why conducting a qualitative research?
4.4 Grounded Theory
4.4.1 Constructivist strategy
4.5 Semiotics and Symbolic Interactionism
4.6 Choice of Data Collection, Sampling and Data Analysis Methods
4.7 Interview guides (In-depth and Cultural Interviewing)
4.8 Projective technique (Word association)
4.9 Inductive reasoning
4.10 Data analysis (coding stages and NVIVO) 82
4.11 Respondent validation
4.11.1 Constant comparison
4.11.2 Running an event: presenting the findings to practitioners and consumers
4.12 Ethical issues
Chapter 5: Restaurateurs’ understanding of authenticity
5.2 Restaurateurs’ authenticity perceptions
5.3 Factors influencing the construction of authenticity
Chapter 6: Consumers’ food choices and authenticity understanding
6.2 Consumers’ authenticity perceptions
6.3 Factors influencing consumers’ food choices
Chapter 7: The quality and authenticity network: identities, authenticity perceptions and quality conventions
7.2 An in-depth exploration of authenticity and its perceptions
7.3 Quality Conventions
7.3.1 Quality conventions for ethnic restaurants
7.3.2 Intersection of authenticity and quality
7.4 Structuring a network of restaurant owners and consumers: their communication and the word of mouth
Chapter 8: Discussion
8.2 Quality and authenticity conventions of restaurant owners and consumers within the communication network of ethnic restaurants
Chapter 9: Conclusions
9.2 Summary of key findings related to research objectives
9.3 Theoretical Implications
9.4 Practical implications
1. Author’s notes during the interviews with restaurateurs
2. Semi-structured interview schedule for ethnic restaurant managers/owners
3. Semi-structured interview schedule for consumers of Greek ethnic restaurants
4. Menu 1 – Black font (Domestic oriented restaurant)
5. Menu 2 – Blue font (Market oriented restaurant)
Elena Chatzopoulou has served as Associate Professor of Marketing and Digital Marketing at Universities in the United Kingdom and France and also (visiting) Professor of Marketing at IESEG, School of Management. Before joining academia, she had been working as a Marketing Manager.
Dr. Chatzopoulou has supervised numerous theses of Marketing students and has also provided consultancy services to companies with a focus on Marketing, digital Marketing and communication. She has taught in physical as well as in digital environments, at undergraduate and postgraduate level. To name a few of her courses: Digital consumer, E-business, Branding, International Marketing, Integrated Marketing Communications. For which she received excellent student evaluations. During her academic tenure in the United Kingdom she was certified as a fellow of the Higher Education - UKPSF (D2).
During her career she has received the "Teaching Excellence award" from the Academy of Marketing, the "Best paper award" at the IFIP e-Business, e-Services ande-Society conference. She has also been awarded as "outstanding reviewer" and "outstanding contribution to reviewing articles for publication" by the journal Computers in human behavior.